Strategic Planning, Product Positioning and Customer Value Marketing Theories Applications at Qantas Group

6431 Words Mar 14th, 2011 26 Pages
Strategic Planning, Product Positioning and Customer Value Marketing Theories Applications at Qantas Group

A Report By Amit Singh ID: c3099441

FM– Assign 2

Page I

Amit Singh ID: c3099441

Executive Summary
Qantas was founded in Queensland in 1920 as Queensland and Northern Territory Aerial Services. It is twelfth largest and second oldest airline in the world. Since Qantas was privatised in 1993, it has operated profitably in international and domestic air services and a range of related businesses. This report has attempted analyse and discuss some of the marketing theories such as strategic planning, product positioning, and customer value that Qantas has applied and what benefits it obtained strategically from applying
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IV 1. Introduction ..................................................................................................1 1.1 Qantas Background ..............................................................................................1 1.2 Performance and Awards .....................................................................................2 1.3 Challenges............................................................................................................2 2. Strategic Planning........................................................................................2 2.2 Strategic Planning Theory....................................................................................2 2.3 Qantas Strategic Planning ....................................................................................4 3. Product Positioning ......................................................................................7 3.2 Positioning Theory...............................................................................................7 3.2 Qantas Product Positioning Strategies .................................................................8 4. Customer Value…